Using Single-Source to Refine Multimedia Strategies

Linda Dupree Leslie Wood Senior Vice President, President, Portable People Meter Leslie Wood Research New Product Development Arbitron Inc.

Agenda

• PPM National Marketing Panel concept

• Concept test

• The panel’s promise: early examples

1 The PPM System

Station Individual Daily Encodes Carries Docking Inaudible Portable Uploads Signal Meter Passive Media Consumption

Passive Panelist Activities

Tower: photo to come

Encoded Signals

Radio Broadcast Cable Networks Networks

Retail Chains Internet Cinema Selected Commercials

2 Active Panelist Activities

Consumer Magazine and Product Scanner Survey Newspaper Survey

Purpose of Concept Test

• Will PPM panelists perform other meaningful tasks? Do additions change behavior?

• Does new information from the same respondent enable richer consumer targeting?

• What do early results from a multimedia single-source panel look like?

3 Media Included in Concept Test

• PPM collection » Television » Radio » Retailers • Other media collected » Magazines » Newspapers » FSIs » Limited additional retail information » Internet

PPM Only and PPM Super Panelists Consume TV and Radio in Similar Patterns Total Encoded TV/Radio AQH Ratings, Philadelphia DMA, Persons 6+

42.5 40.0 37.5 Broadcast TV 35.0 Cable TV 32.5 30.0 Radio 27.5 25.0 22.5 20.0 17.5 15.0 12.5 10.0 7.5 5.0 2.5 0.0

M M M AM A AM AM PM PM PM PM PM AM AM A A PM PM PM PM AM AM 00 00 00 :00 00 00 00 :00 00 :00 00 00 :00 5: 7:00 9: 1:00 PM3 5: 7:00 9: 1:00 AM3 6: 8:00 2:00 PM4 6: 8:00 2:00 AM4 11: 11: 10:00 12:00 10:00 PM12: May 2002, Monday - Friday May 2003, Monday - Friday

4 Day in the Life Wife Age 50 Monday, June 2, 2003 Media Usage

Wife • Morning radio listening • No midday media use • Extended evening TV viewing • Cable channel surfing • Read the (South Jersey) Courier-Post five of last five issues - 76-100 percent of last Courier-Post issue was read - Read newspaper advertising supplements (FSIs)

Day in the Life Wife Age 50 Monday, June 2, 2003 Advertising Exposure

Wife • Saw three cable ads for Saw three cable ads for Retailer A Retailer A • Missed radio ad on WPHT-AM at 6:51AM for Retailer A • Saw ad in FSI from Sunday, June 1, 2003, Courier-Post

Missed radio ad at 6:51AM for Retailer A*

5 Day in the Life Husband Age 50 Monday, June 2, 2003 Media Usage • Morning and afternoon Wife Husband radio listening • Extended evening TVviewing • Channel surfing • Screened: Popular Science, Popular Mechanics, Money, Inc. • Audience: Inc., Courier-Post and its advertising supplement • Saw ad in FSI from Sunday, June 1, 2003, Courier-Post

Day in the Life Husband Age 50 Monday, June 2, 2003 Advertising Exposure Saw one Wife • Saw one of three cable Husband cable ad for Retailer A ads for Retailer A • Missed radio ad on WPHT-AM at 6:51AM for Retailer A • Saw ad in FSI from Sunday, June 1, 2003, Courier-Post

Missed radio ad at 6:51AM for Retailer A*

6 Day in the Life Husband Age 50

In-Store Encoding Advertising Exposure and In-Store Visit (Retail Visits)

6/1 6/2 6/3 Visited Retailer A at 6:39PM on June 3, 2003, FSI Exposure for 14 minutes

Radio Ad Exposure

Cable Ad Exposure

In-Store Visit

Day in the Life Wife Age 50 Husband Age 50 The Arbitron Consumer Survey (Retail Visits) Wife: • Bought retail items in past three months at Hamilton Square Mall and King of Prussia Court • Bought in past three months at Staples, OfficeMax, Bath & Body Works…and many others Husband: • In past three months, shopped at Staples, a jewelry store, and bought prescription at CVS, visited Retailer A…and many others

7 National Marketing Panel Data

Specialty Retailer Example

Defining the Target

Heavy Light Minutes Visits 300 50 Very Heavy 45 250 40 35 200 30 150 25 20 100 15

50 10 5 0 0 PPM Minutes Visited Scarborough Shopped PPM Number of Visits

8 Profile: Heavy

Sex Demographic Breakout

17.7% 17.6% 16.5%

54.2% 12.5% 12.9% 45.8% 7.8% 8.3% 6.7%

Male Female P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

Radio Listening Television Viewing Cable Viewing Print Readership

44.8 38.8 38.3 36.6 36.9 34.5 29.3 27.3 27.9 27.2 24.6 22.8

10.9 0.0 0.0 0.0 Hvy Med Lgt Non Hvy Med Lgt Non Hvy Med Lgt Non Hvy Med Lgt Non

Advertising Schedule P6+ Heavy Unified Unified Media PPM Outlet Units GRPs Reach GRPs Reach Total All 1,185 1,352 74.1 1,360 80.4 Cable All 1,037 589 66.3 576 70.8 A&E 41 21 11.6 23 18.4 BET 34 27 8.0 30 17.1 CNN 54 14 9.9 23 20.2 Discovery 45 16 10.4 15 10.4 ETV 14 3 2.1 6 6.0 FX 26 8 6.5 8 5.1 Lifetime 199 159 25.0 143 28.0

Radio All 144 70 32.1 81 46.0 KYW-AM 24 9 3.9 10 5.1 WDAS-FM 9 6 4.7 6 2.8 WIOQ-FM 16 9 3.5 16 7.2 WIP-AM 25 10 3.8 8 4.7 WJJZ-FM 6 3 3.5 1 1.8

Magazine All 1 3 1.0 4 1.9 YM 1 3 1.0 4 1.9

Sunday Newspapers All 3 14 4.5 19 5.2 Courier-Post 3 14 4.5 19 5.2

9 Profile: Not Reached

Sex Demographic Breakout

18.9% 16.6% 16.6% 56.0% 14.6% 11.9% 44.0% 7.2% 8.0% 6.1%

Male Female P6-11 P12-17 P18-24 P25-34 P35-44 P45-54 P55-64 P65+

Radio Listening Television Viewing Cable Viewing Print Readership

78.3 46.2

38.2 38.8 31.5 31.9 33.1 29.8

22.3 22.9

12.4 5.2 5.1 0.0 0.0 4.2 Hvy Med Lgt Non Hvy Med Lgt Non Hvy Med Lgt Non Hvy Med Lgt Non

Broadcast TV Rating Index Heavy, Mon-Fri

Hour KYW WCAU WGTW WHYY WPHL WPPX WPSG WPVI WTXF 5:00AM 135 136 182 6:00AM 133 147 164 220 7:00AM 160 132 181 241 203 8:00AM 141 157 254 231 150 146 9:00AM 212 195 126 157 10:00AM 242 188 142 158 11:00AM 199 165 Noon 125 167 201 1:00PM 147 203 2:00PM 132 127 174 135 3:00PM 151 4:00PM 130 5:00PM 126 191 193 6:00PM 174 170 7:00PM 184 8:00PM 143 9:00PM 140 156 131 10:00PM 127 139 11:00PM 137 135 Midnight 143 132 1:00AM 2:00AM 3:00AM 4:00AM 131

10 Radio Rating Index Heavy, Mon-Fri

Hour KYW-AM WAEB-FM WCTO-FM WDAS-FM WIOQ-FM WIP-AM WKXW-FM WUSL-FM WXTU-FM 5:00AM 218 220 6:00AM 144 203 177 7:00AM 259 140 209 133 8:00AM 271 263 241 151 9:00AM 259 146 278 142 251 10:00AM 132 139 256 166 261 147 150 230 11:00AM 129 138 222 170 266 149 147 250 Noon 133 257 178 248 139 141 175 1:00PM 188 165 189 165 2:00PM 212 190 208 141 199 3:00PM 132 334 162 195 130 181 4:00PM 289 161 179 164 138 177 5:00PM 244 161 174 131 156 6:00PM 317 179 174 151 7:00PM 297 137 143 289 181 8:00PM 131 183 9:00PM 274 10:00PM 257 272 11:00PM 264 154 193 Midnight 281 131 1:00AM 386 272 2:00AM 419 271 3:00AM 373 234 4:00AM 334 155

Cable TV Rating Index Heavy, Mon-Fri

Hour A&E BET CNN Discovery History Lifetime MSNBC TNN TNT 5:00AM 146 250 6:00AM 2527 7:00AM 8:00AM 126 265 130 9:00AM 187 134 201 213 10:00AM 200 126 163 193 11:00AM 200 197 127 140 218 166 Noon 218 233 136 224 222 126 143 1:00PM 156 235 133 162 236 176 164 2:00PM 147 263 140 195 221 282 3:00PM 223 126 249 4:00PM 245 137 230 147 5:00PM 176 134 214 183 6:00PM 170 170 169 167 233 7:00PM 182 159 169 126 169 141 8:00PM 156 168 125 140 164 152 9:00PM 131 148 132 153 135 10:00PM 181 126 142 11:00PM Midnight 203 126 156 1:00AM 208 144 147 2:00AM 248 132 3:00AM 133 4:00AM 243

11 Magazine Rating Index Heavy

Classification Print Name Index Business/Finance Barron’s 173 Business/Finance Smart Money 341 General Editorial National Geographic 126 General Editorial Readers Digest’ 129 General Editorial Town & Country 257

Health Health 176 Home Service Bon Appétit 176 Home Service House Beautiful 225 Men Esquire 204 Men Men’s Fitness 183 News – Weekly People 138 News – Weekly U.S. News & World Report 161

Parenthood Parents 141 Science/Technology Automobile 271 Science/Technology PC Magazine 139 Sports Golf Magazine 346 Travel National Geographic Traveler 298 Women Elle 220 Women Family Circle 139 Women YM 140

Summary

• Will PPM panelists perform other meaningful tasks? Do additions change behavior? » Encouraging results so far • Does new information from the same respondent enable richer consumer targeting? » Certainly richer—closer to 360-degree look at consumers

12 Summary

• What do early results from a multimedia single-source panel look like? » Interesting—variations on what we see in other databases » Longitudinal, granular, electronic nature of data enables deeper analyses » Early stages of defining new ways to interpret – ROI and advertising response are natural next steps

Thank You!